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Why a new Toyota Tundra won't thaw sales

February 6, 2013

The new Toyota Tundra is unlikely to make any dent in the full-size pickup race. Photo by Toyota

You've got to give them an A for effort.

Today's unveiling of the restyled 2014 Toyota Tundra at the Chicago Auto Show marks the Japanese automaker's fourth attempt to make a dent in the U.S. half-ton pickup market -- it's the first facelift of the second-generation Tundra, which was preceded by the T100.

A quick check of 2012 sales data shows the uphill battle they continue to face. Toyota sold approximately 102,000 Tundra pickups in 2012. Ford and Chevrolet combined sold 120,000+ pickups…in December.

Why can't the Toyota juggernaut crack the full-size pickup code? For the answer, we need to look at why the Japanese succeeded in crushing domestic automakers back in the 1970s and 80s: Because the domestics were producing junk. The Japanese arrived with high-quality, fuel-efficient vehicles, answered market demand and never looked back.

However, with the Tundra, Toyota has spent billions of dollars developing an answer to a question no one's asking. The F-150, Ram 1500 and Chevy Silverado have long been outstanding products that do their intended jobs well; it also doesn't hurt that they boast unusually loyal (and patriotic) buyers. In the absence of some kind of pickup truck breakthrough, there's no compelling reason a longtime Chevy or Ford truck buyer would add the Tundra to their consideration set.

With the refreshed 2014 Toyota Tundra, the company is again offering class-competitive payload, towing, horsepower, fuel economy and, one can assume, pricing.

In other words, it shouldn't worry Chevrolet, Ford and Ram.

No, we didn't Photoshop this -- Toyota provided it to show the new Tundra is 75 percent American, despite there being about 85 percent of the apple pie left. Photo by Toyota

Dutch Mandel on full-size pickup trucks

Andrew Stoy
- Digital editor Andrew Stoy is an avid enthusiast of all cars who has spent the past 15 years writing about the automobile in print, online and for advertising and PR firms.
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